Reinventing Himself From Agency Owner to Productized Service

In this episode of the WP Minute+ Podcast, Matt is joined by John Doherty, a seasoned entrepreneur who transitioned from running the SEO lead-generation agency Credo to launching and scaling a productized editing and content service, EditorNinja. John reflects on how burnout, shifting business economics, and a desire for more scalable operations led him to sell his agency and pursue a new venture focused on streamlined, high-volume content editing.

The conversation covers defining a productized service, navigating burnout, and embracing AI as a tool rather than a threat. John shares valuable lessons about aligning business models with personal goals, setting boundaries in client relationships, and strategically focusing on higher-value clients. EditorNinja, with its hybrid approach to human and AI-powered content production and editing, is positioned at the intersection of automation and quality. John believes it’s a key in the age of AI-saturated content.

Key Takeaways

From Burnout to Breakthrough:

• John launched EditorNinja after hitting a plateau with his previous agency, Credo.
• Selling Credo allowed him to refocus on work aligned with his goals and energy.

What is EditorNinja?

• A content editing and writing service focused on helping content-heavy businesses scale.
• Offers human and AI-generated content, with a strong human editing layer.
• Positioned between freelancers and in-house editorial teams.

Defining Productized Services:

• Productization is about how services are delivered, not just pricing.
• Even “productized” businesses can accommodate custom, high-value deals with the right systems.

AI and Content Creation:

• AI generates 70–80% of the content EditorNinja edits.
• Human editing is essential for clarity, tone, and brand alignment.
• AI hasn’t replaced writing, but has shifted where value is created.

Targeting the Right Clients:

• EditorNinja focuses on businesses with $2+ million in revenue with dedicated content teams.
• Smaller companies often lack the consistency, budget, or infrastructure to sustain content programs.
• Strategic onboarding and custom quoting are crucial for long-term fit.

Important Links

• The WP Minute+ Podcast: thewpminute.com/subscribe
• Visit the EditorNinja website: https://editorninja.com/
• Follow EditorNinja on YouTube for agency and content tips: https://www.youtube.com/@EditorNinja
• Connect with John Doherty on LinkedIn: https://www.linkedin.com/in/johnfdoherty/